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To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.
Core Mission, Vision, and Values
To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.
Journal of the Association of Consumer Research
The Journal of the Association for Consumer Research is a quarterly journal of thematic explorations from the Association for Consumer Research. The mission of JACR is to broaden the intellectual scope and interdisciplinary influence of the Association for Consumer Research.
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How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA
Featured
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
Featured
Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India
Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada
Featured
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School
Featured
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University
Featured
How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce
Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA